E-commerce websites are more common these days than ever. Even physical shops and ‘normal’ businesses have an online platform which serves as an additional sales avenue. As a leading web design company, a frequent question we’re asked by our clients is, “How do I get my website to succeed?”
Getting your website to succeed is a series of good qualities put together with intent. You cannot randomly put things together and expect your website to grow. Sorry, It just doesn’t work that way. What we have been doing for some time now is providing pragmatic solutions to our clients who seek the pathway to success. These pointers have helped about 91% of them to grow their websites steadily. We didn’t work magic, we simply showed them the factors which could cause their website to “not do well” and they avoided them. I’ll share these failure pointers with you.
Having no value proposition
Being unique is essential. There has to be something about your website or business that makes it different from others. Are your products organic? Do you support Climate Action? Are you connected to a charity? You need to let people know. If you can’t think of a reason why someone should buy from you instead of a competitor, then your visitors won’t be able to do so either.
Selling the ‘wrong’ products
One of the common reasons why e-commerce websites fail is because the product itself fails. If you’re selling a product no one wants, you’re already set up for failure. This is why you have to go through the relevant process of market research to find out what you should sell. Don’t cut corners. Even in saturated industries, you can still find your niche with the right value proposition.
Bad product photos
The hard truth is that many of the potential customers who visit your website do not actually read your comprehensive product description. Their go-to is looking at your product photos. If the photos are bad, they immediately lose interest. You need to use clear photos which display all the relevant details of the product you are selling. Avoid unsightly photos. Remember, “the eyes are the windows to the soul”.
Zero urgency or no promotions
You need to run promotions! Give visitors a reason to buy from you. Have you realized there are websites which always have a 15% off sale? Well, that’s because they set their prices 15% higher than the actual amount so that with the 15% discount, their items seem to always be on sale. Easy enough. Just make sure that when you run promotions, they are immediately noticeable on your website. You can even use a timer to countdown the sale to make customers feel the urgency to purchase your product.
Pricing is off standard
It’s true that there are websites which make millions even though they look jacklegged. Although their ‘look’ isn’t good, these websites succeed because they offer the best prices for their products. Undeniably, these jackleg sites would do even better if they had a more professional web design and a better marketing strategy. Nevertheless, this proves that good prices attract customers. When the price is too low, (lower than the average price charged by competitors), potential customers would doubt the authenticity or quality of your product. At the same time, when the price is too high, (higher than the average price charged by competitors), potential customers would prefer to buy from elsewhere. Finding the balance between low and high pricing will make all the difference.
The website isn’t well ranked in Google
Another crucial part of your marketing strategy and business model is e-commerce search engine optimization. With this, the basic idea is moving your website to the top of the search engines which allows users to find your site when searching keywords related to your business. About 36% of customers start their search for a product on Amazon, while 35% start on Google. So ranking on Google for your product keywords is still one of the best ways to be found by customers.
No call to action
With e-commerce, little things make a big difference. Something as little as the colour or position of the checkout button can either influence a customer to complete a purchase or change their mind at the last minute. If you’re trying to get someone to add an item to their cart, make sure the button stands out. If you want them to call in, make sure your number is visible. If you want them to share the product, make sure to include it appealingly. Be sure you’re always telling the user where to go, what to do next and most importantly, pushing them towards purchasing your product. That is the purpose of your site!
Contact us today and let’s design the right e-commerce website that will put you on the trajectory of success.
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